61 years ago, a pioneering cinematographer called Morton Heilig, took his knowledge of film and storytelling, and started to develop ‘The Sensorama’ - a cumbersome yet impressive 3D, virtual reality machine that (more or less) physically encapsulated it’s players.

Much like our Donnington MotoGP VR experience, the finished Sensorama provided the illusion of riding a motorbike through the streets of 1960’s Brooklyn. But Morton wasn’t happy providing just visual stimulation, he wanted the participants to feel like they were truly there. So to further trick the mind, he added sounds and smells of the city, high-speed wind, and vibrations through the seat.

Heilig - the Steven Spielberg of his time - was on a mission to create ‘the cinema of the future’, but sadly it wasn’t to be. Apart from the fact that the Sensorama provided only one experience, the film-making processes required meant it was simply unaffordable. 

Fast forward 60 years…
...and legendary filmmakers are once more pushing the boundaries of Virtual Reality - this time, with Magic Leap.

In case you missed it, back in 2017 I wrote about how Magic Leap - the most secretive company on the planet - were breaking new ground in virtual reality (with the release of their Magic Leap One). This week, Magic Leap has gone one step further by releasing their software developer kit (SDK) and ‘Creator Portal’ to developers - like us.

Back in 2016, Magic Leap opened their platform to a small community of developers and special effects pioneers - including Weta Workshop (Lord of The Rings and Avatar), and Industrial Light & Magic (founded by Star Wars' George Lucas). As a result, the possibilities today are simply mind-blowing.


Put simply, Hollywood-esque special effects are now a reality for your VR and AR experiences. But don’t just take our word for it. Even the experts are blown away:

“This new form of interactive storytelling will change the world as we know it.”
Michael Koperwas, ILMxLab

“Magic Leap One really does open a magic portal through which you can see the future.”
Greg Broadmore, Weta Workshop

The magic doesn’t stop there
Much like Heilig’s Sensorama, what you see in Magic Leap One is merely a fraction of the illusion. Thanks to Magic Leap continually tracking physical environments, the user’s audio experience changes based on their position. 3D spacial audio means that what you hear behind you, will be in front of you after you've turned around.

‘World Reconstruction’ and ‘Physical World Occlusion’ enables the virtual world to perfectly interact with the physical. So if for example, a life-size R2D2 is heading for your event stand’s table and chairs - he will actually collide and bounce off them. This may not sound ground-breaking to you, but previous augmented reality platforms didn’t support real-world occlusion - which could often jeopardise and break the AR and VR illusions.

Magic Leap is within your reach
Thanks to the open source nature of the new Lumin SDK, Magic Leap is fully compatible with the Unity platform - which we’ve been utilising for several years to build our award-winning augmented reality experiences.

As we know, experiential marketing is playing a bigger role in increasing engagement and recall with today’s prospects. Our knowledge and experience, coupled with Magic Leap’s SDK and Unity support, means that you really are one step closer to providing your customers with the immersive tactics that your campaigns have desired for years.

Magic Leap is unleashing new forms of creativity - and we want to extend that to you. The future of customer engagement is here. Contact us or drop us a line to discover more.